First, Extra First & Ultra First

The term "Prima" simply means "first" and was in common use well before Rolex was founded. "Extra Prima" was also used to indicate high-quality products. However, it was only in 1923 that Rolex began using "Prima" to distinguish higher-quality movements, supplied by Aegler and Rebberg, as "Rolex Prima." The exact date of this adoption remains difficult to determine. Subsequently, the term was expanded to include higher classifications such as "Extra Prima" and "Ultra Prima." The latter designation appears to have been invented by Hans Wilsdorf himself and officially registered in 1930.

Marconi Prima: A Strategic Move

The term "Prima" could not be trademarked because it was in common use in several languages. Oddly enough, there is no registration of the "Rolex Prima" trademark, although this was theoretically possible. To protect himself from competition, Wilsdorf instead registered "Marconi Prima," ensuring a certain exclusivity. At the same time, other trademarks were also registered, such as "Marconi Special," "Marconi Standard," and "Utica."

Extra Prima: High Quality, Common Use

"Extra Prima" could not be registered as a trademark because it was already commonly used to indicate a high-quality product. However, its association with superior movements helped strengthen Rolex's reputation for excellence.

Ultra Prima: A Unique Designation

Unlike "Prima" and "Extra Prima," the term "Ultra Prima" represented a unique and uncommon phrase, allowing it to be officially registered on December 9, 1930. From 1923 onward, certain premium Rebberg movements were classified as "Prima," later "Extra Prima," and finally "Ultra Prima" from 1930 onward. This categorization not only highlighted the exceptional quality of the movements but also consolidated Rolex's position as a leader in innovation and precision.

An Example in Marketing

Hans Wilsdorf's strategy of trademarking terms and trademarks is a forward-thinking example of marketing that helped define Rolex's success. The attention to detail, even in the names, reflects the desire to create a distinctive identity and protect the integrity of the brand, a practice that continues to bear fruit today. (ph: timerediscovered.com)